Brand Strategy: Page 3
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Courtesy of Ibotta
How Liquid Death lifted sales with Ibotta’s promotion optimization tool
Chief Media Officer Benoit Vatere explains where the performance marketing platform’s new tool fits in the beverage brand’s full-funnel strategy.
By Chris Kelly • Nov. 3, 2025 -
Retrieved from YouTube on November 03, 2025
Best Buy bets on sports, creators to serve up holiday gifting inspiration
The tech retailer will feature creators in its CTV ads for the first time and will advertise during 30 different NFL games throughout the season.
By Jessica Hammers • Nov. 3, 2025 -
Explore the Trendline➔
Spencer Platt via Getty Images
TrendlineMultichannel Optimization
There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.
By Marketing Dive staff -
Courtesy of Coca-Cola
Naughty or nice? Coca-Cola doubles down on AI in new holiday campaign
Along with optimizing a previous ad made with generative artificial intelligence, the soda giant rolled out a separate spot focused on holiday memories.
By Chris Kelly • Updated Nov. 3, 2025 -
Courtesy of Hatch
ColumnCampaign Trail: Hatch turns doomscrolling into horror film trailer
The in-house effort from the sleep device brand uses the tropes of scary movies to pitch its value proposition around the dangers of in-bed phone use.
By Chris Kelly • Oct. 31, 2025 -
Courtesy of Dole Food Company
Dole promotes healthy eating in Minecraft for global campaign
“Make the World a Healthier Place” marks the first time Dole has launched a marketing initiative in North America and Europe simultaneously.
By Aaron Baar • Oct. 30, 2025 -
Courtesy of Target
Target brings back ‘Hot Santa,’ adds new characters to holiday push
Americans are prioritizing small moments of joy to combat a tough economic climate, according to internal research that informed Target’s holiday push.
By Jessica Hammers • Oct. 30, 2025 -
Justin Sullivan via Getty Images
Chili’s dramatic sales growth continues with 13% traffic jump
The chain’s marketing, which sets it in direct price competition with QSRs, delivered a sixth-straight quarter of double-digit same-store sales growth.
By Aneurin Canham-Clyne • Oct. 29, 2025 -
Courtesy of P.F. Chang's
P.F. Chang’s CMO on igniting a new brand platform, holiday campaign
Sonika Patel explains how the chain is centering the dining experience with a “Light the Fire” platform and seasonal push on digital and CTV.
By Chris Kelly • Oct. 29, 2025 -
Courtesy of PepsiCo
PepsiCo overhauls corporate branding to broaden focus beyond Pepsi
The updates, PepsiCo’s first in nearly 25 years, come as only 21% of surveyed consumers can identify a brand under the company that isn’t Pepsi.
By Peter Adams • Oct. 29, 2025 -
Permission granted by Pringles
Pringles brings back ‘Once You Pop’ tagline to meet Gen Z’s tastes
The tagline, first introduced in the ‘90s, has been reworked in ads focused on “unhinged” humor attuned to young consumers’ social feeds.
By Peter Adams • Oct. 28, 2025 -
Permission granted by Welch's
How Welch’s new kid mascot bridges nostalgia with modern marketing
Charlie Cheersman, the first kid to anchor the brand’s creative in 25 years, debuts as the CPG shakes up its marketing strategy and leadership.
By Peter Adams • Updated Oct. 28, 2025 -
Permission granted by Walmart
Walmart balances whimsy with value in Dr. Seuss-inspired holiday ads
Spots taking place in a town called WhoKnewVille reinforce a messaging platform that challenges consumer perceptions around the retailer’s image.
By Peter Adams • Updated Oct. 28, 2025 -
Courtesy of E.l.f. Beauty
E.l.f. challenges consumers to ‘Give an e.l.f.’ in purpose-led campaign
Ads for the beauty brand span social, print, digital and out-of-home, asking “What do you give an e.l.f. (F#@&) about?”
By Jessica Hammers • Oct. 28, 2025 -
E.l.f. Cosmetics/Oberland
Deep DiveInclusive marketing ‘in paralysis’: How brands can reject the standstill
Diverse representation continues to present a major opportunity for brands and could become even more of an expectation during the end-of-year period.
By Jessica Hammers • Oct. 27, 2025 -
Permission granted by National Pork Board
Inside the campaign to reposition pork for Gen Z, millennial consumers
The effort tries to shed associations with the iconic “Other White Meat” tagline while appealing to the media preferences of young audiences.
By Peter Adams • Oct. 27, 2025 -
Courtesy of Barefoot Wine
Q&AHow Barefoot Wine is stepping up marketing to meet new, evolving drinkers
E. & J. Gallo Winery CMO Stephanie Gallo explains how Barefoot approached its first major redesign in decades and why it’s bullish about its NFL tie-up.
By Chris Kelly • Oct. 27, 2025 -
Courtesy of WPP
WPP’s new AI platform offers marketing without agencies for SMBs
The agency holding group is letting clients plan, create and deploy campaigns independently using WPP Open Pro.
By Peter Adams • Oct. 24, 2025 -
Permission granted by Shutterstock for Advertising Week New York
Top takeaways from Advertising Week 2025 marketers need to know
Leading marketers like PepsiCo and Kraft Heinz delved into topics including culture-led marketing and artificial intelligence at the annual conference.
By Chris Kelly , Peter Adams , Jessica Hammers , Sara Karlovitch • Oct. 23, 2025 -
Courtesy of True Religion
True Religion targets women, college sports fans in holiday campaign
The brand doubles down on the growing intersection of fashion and sports in its first holiday campaign since being acquired earlier this year.
By Jessica Hammers • Oct. 23, 2025 -
Courtesy of Wild AF
Sober celebrities pour into nonalcoholic beer
Comedian John Mulaney, a co-owner of Years, will act as spokesperson for the nonalcoholic brand and participate in its first creative campaign.
By Laurel Deppen • Oct. 23, 2025 -
Courtesy of Pernod Ricard
Dunkin’ and Kahlúa tap Salma Hayek Pinault to boost co-branded product
The telenovela-inspired “It’s Kahlunkin’” campaign comes as Gen Z consumers express increased interest in coffee-based alcoholic beverages.
By Sara Karlovitch • Oct. 22, 2025 -
Courtesy of Ocean Spray
Beware of ‘Cranpus’: Ocean Spray evolves brand platform for holidays
The cranberry co-op turned actor Bryan Cranston into a new version of folklore figure Krampus to break through the season’s advertising noise.
By Chris Kelly • Oct. 22, 2025 -
Permission granted by Welch's
Welch’s names chief brand and innovation officer as strategy shifts
The newly created role effectively replaces the CMO and is part of a larger push from the brand to become more agile and consumer-driven.
By Peter Adams • Oct. 21, 2025 -
Getty Images
Deep Dive6 gaming takeaways for marketers from Advertising Week New York
Despite its immense popularity with younger consumers, gaming still only commands a fraction of ad dollars.
By Sara Karlovitch • Oct. 21, 2025 -
Courtesy of General Mills
Pillsbury opens door to Doughboy’s home with interactive AR experience
A mobile activation celebrating 60 years of the pillowy mascot is the product of a pitch from Jimmy Fallon’s new reality competition series.
By Peter Adams • Oct. 20, 2025
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